PVR goes purple for BYJU's: The duo collaborate for an in-cinema ad campaign

Leveraging brand BYJU’S, this campaign will see PVR’s iconic golden showman mascot splash BYJU’S purple on the silver screen before feature presentations and during the intervalsETBrandEquity | Updated: May 05, 2017, 09:41 IST

BYJU’S, India’s largest ed-tech company announced the launch of its new in-cinema advertising campaign with PVR Cinemas today. This campaign is inspired by the findings of a recent national survey, which revealed that people across geographies strongly associate brand BYJU’S with the colour purple.

Leveraging brand BYJU’S, this campaign will see PVR’s iconic golden showman mascot splash BYJU’S purple on the silver screen before feature presentations and during the intervals. Focused at strengthening brand awareness and recall among parents and children across India, the campaign creatives will be showcased wall-to-wall across all PVR movie theaters, including LCDs in the lobby and on theatre screens.

Movie goers will also be given a BYJU’S voucher of Rs. 2000 along with their movie tickets which can be redeemed to avail a course of their choice for free for a month.

This two-month long campaign (April – June 2017), coincides with school summer vacations, a time when studios release a host of children’s films drawing families to the movie theaters.

Talking about this new campaign, Mrinal Mohit, chief operation officer, BYJU’S said, “Our partnership with PVR Cinemas marries our continued efforts to stay in touch with children and parents during vacation time as well as offer them a chance to experience the BYJU’S way of learning.PVR cinemas will also offer us a captive audience and a great medium to engage with them too. Our brand creatives and properties are positioned at different touch points across PVR cinemas to ensure easy recall with movie goes. Overall, we are confident this campaign will offer brand BYJU’S a substantial viewership as it spreads across 50 cities, 126 PVR Cinemas properties and 579 screens.”

“Additionally, our app has seen great adoption amongst students and it feels great to see them enjoy our educational movies as much as their favorite movies or games.” Mrinal further added

Gautam Dutta, CEO, PVR Ltd said, “Cinemas offers an unparalleled multi-sensory 360 degree brand activation opportunity to tell the brand story in a captive environment, across customer profiles. We welcome BYJU’S on board as the company that is reinventing how students learn, through its learning app”.

He further added, “Innovation and experiential marketing will continue to be the key driver due to distinct advantages of cinema against traditional forms of advertising. Aided by Cinema that can really serve as a three hour moviecation, we are certain that BYJU’S story born out of the need for engaging and accessible education will catch the imagination of their target audience among our audiences and lead to better impact and recall of their advertising message”.